Better Finance: CFO Insights podcast How finance leaders can understand customer behavior to create value
Jun 17, 2025
Rory Sutherland, Vice Chairman of Ogilvy UK and expert in behavioral economics, shares insights on bridging finance and marketing. He discusses the importance of a probabilistic approach in finance, encouraging leaders to embrace uncertainty for innovation. Rory highlights the role of AI in enhancing decision-making and creativity, while cautioning against the dangers of prioritizing efficiency over customer value. The conversation encourages finance professionals to understand customer behavior, fostering collaboration and strategic thinking for better outcomes.
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Finance Needs Exploration Balance
- Finance professionals prioritize certainty over opportunity, limiting innovation.
- Exploration, like scout bees, is vital despite seeming inefficient and risky.
Risk Aversion Limits Growth
- Most executives reject probabilistic decisions fearing personal risk.
- The CEO encourages risk-taking for overall gain, highlighting asymmetry in incentives.
Focus on Customers, Not Shareholders
- Shareholder emphasis misplaces focus; customers provide actual capital.
- Customer-centric companies last longer and maintain relevance through marketing.
